At a Glance
- Maitreyi Ramakrishnan, 24, stars in Fable & Mane’s 2026 global campaign filmed entirely in India
- Campaign “Where All Rituals Begin: From Ancient Lands to Modern Hands” promotes Holiroots hair oil
- Actress has oiled her hair twice weekly since childhood, continuing her family’s South Asian tradition
- Why it matters: Campaign highlights ancient Ayurvedic practices while crediting South Asian origins
Maitreyi Ramakrishnan has been oiling her hair since childhood, a ritual passed down through generations of women in her family. The 24-year-old actress now brings that tradition to her role as the face of Fable & Mane’s 2026 global campaign celebrating South Asian beauty practices.
Ancient Ritual, Modern Campaign
The campaign, titled “Where All Rituals Begin: From Ancient Lands to Modern Hands,” showcases Ramakrishnan as both star and narrator. Filmed entirely in India, the project marks her first visit to Mumbai.
“There’s never been a time in my life where I didn’t know hair oiling was a thing,” Ramakrishnan tells News Of Losangeles in an exclusive interview. “Growing up South Asian, your life as a young child is all about taking care of your skin, taking care of your hair, making sure you’re eating good, healthy things.”
From Family Tradition to Brand Partnership
Ramakrishnan’s hair oiling journey began with her great-grandmother, grandmother and mother. She continues the practice twice weekly before washing, applying extra to her ends between washes when needed.
“It’s the closest thing I can get to my grandma’s handmade oil,” she says of Fable & Mane’s Holiroots hair oil.
The collaboration feels natural to the actress, who has used Fable & Mane products consistently for years.
“I genuinely have been using Fable & Mane products for years, and consistently. I’m the kind of person, when I start using something, I’m pretty consistent with it,” she explains.
Behind the Scenes in Mumbai
The campaign’s filming experience exceeded expectations for Ramakrishnan, who calls it a “true bucket list experience.”
“It was my first time in Mumbai which is really cool, and it was beautiful,” she says. “It was really nice to be able to have such a collaborative process with Fable & Mane, to create this story and this narrative of this girl who’s making the oil from all the nature around her.”
The campaign video follows Ramakrishnan through India’s natural landscapes:
- Paddling down a river to collect herbs
- Walking through forest landscapes
- Hand-crafting oil in a spacious cave
Celebrating Ayurvedic Origins
Beyond promoting hair oil, the campaign celebrates Ayurveda, the South Asian practice of holistic beauty that Ramakrishnan says has sustained generations.
“It’s these ancient rituals that have been used through generations that have proven to be some of the best cores and foundational bases for haircare, skincare, and really everything wellness,” she explains.
The actress addresses how Western beauty industries have historically dismissed Ayurvedic practices.
“For the longest time, Ayurveda was always seen as something that isn’t legit, it’s not ‘scientific’ enough for the Western world. But there is a lot of truth to it and now that the Western world is catching up, it seems like they want to catch up but discard who was the creator, who was the original doer,” she says.
Partnership Based on Values
Fable & Mane’s approach to honoring Ayurveda’s South Asian origins aligns with Ramakrishnan’s values, making this partnership particularly meaningful.
“They’re letting people in while always giving credit and I think that’s such a beautiful thing that I think a lot of companies should employ in their own ethos,” she says. “The collaboration is truly a dream collaboration in that way, that those morals line up. I believe in that product.”
The campaign represents more than celebrity endorsement for Ramakrishnan. It connects her personal history with her professional platform, allowing her to share cultural practices that shaped her upbringing while supporting a brand that maintains authenticity to their origins.
Ramakrishnan’s role in “Never Have I Ever” introduced her to global audiences. Now, through this campaign, she introduces audiences to the beauty traditions that shaped her identity, filmed in the country where those traditions originated.
